“The Effect of Influencer Marketing on Consumer Purchase Behaviour: A Systematic Review of Global Literature (2015–2025)”

Abstract

In recent years, influencer marketing has emerged as a powerful tool for brand communication and in digital marketing, driven by the exponential growth of social media platforms where influencers significantly shape purchase behaviour. As brands strive to maintain long-term consumer relationships, understanding the role of influencer marketing in shaping brand loyalty has become increasingly important. This systematic review aims to synthesize existing global literature from 2015 to 2025 to explore how influencer marketing impacts brand loyalty across sectors.

Following the PRISMA guidelines, a comprehensive search of peer-reviewed articles was conducted using the Google Scholar, Research Gate and other open- access platforms. The review process involved screening over 3409 articles, of which met 65 the inclusion criteria. Key themes that emerged include the persuasion, social network influence and psychological engagement. The review also identifies frequently used independent variables (e.g., trustworthiness, attractiveness, influencer-product congruence) and dependent variables (e.g., purchase intention, brand attitude). An integrative framework is proposed, highlighting the mediators and moderators in influencer marketing dynamics. The study concludes by offering future research directions and practical implications for marketers aiming to enhance consumer engagement via influencers.

This review contributes to the existing body of knowledge by consolidating fragmented research on the topic and highlighting underexplored areas such as longitudinal loyalty outcomes, cross-platform influence, and cultural differences in consumer responses. The findings offer valuable implications for brand managers, digital strategists, and future researchers aiming to design impactful influencer-driven loyalty programs and to better communicate with consumers.